Understanding Google AdWords

Google
AdWords
Confidential © 2012 Foetron Inc.

Agenda
• What are an AdWords?
• Market scenario landscape
• How AdWords works – understanding AdWords
• What Google says
• Cost estimation and payment
• Getting Started
• Best Practices
• Concerns
• Sample Case Studies
• Sources and references

What are
Google
AdWords


What are Google AdWords
• Google AdWords is Google's main advertising product and main source of revenue.

• Google's total advertising revenues were US $28 billion in 2010.

• AdWords offer site-targeted advertising for text, banner, and rich-media ads.

• The AdWords program includes local, national, and international distribution.

• With Google AdWords you’ll be able to reach your customers at the precise moment
they’re looking for your products or services.


More light on Google AdWords
• Google's text advertisements are short, consisting of one headline consisting of
25 characters and two additional text lines consisting of 35 characters each.

• Image ads can be one of several different Interactive Advertising Bureau (IAB)
standard sizes.

• One reason AdWords have such incredible ROI (Returns on Investment) is that
your “I” is so little. Only pay when your customer clicks through to your website
and you get what you are paying for


Sample AdWords


Advantages of Paid Search by Google AdWords

No matter what your budget, you can display your ads on Google and our
advertising network. Pay only if people click your ads.
• No minimum spend
• You choose your own maximum daily spending limit (daily budget)
• Choose how much you want to spend per click for every keyword
• Pay Google for users who click on your ad
• More cost-effective than Yellow Pages, Banner Ads & Direct Mail*
• Conversion tracking = real-time return-on-investment data


AdWords Features
• IP address exclusion:
o In addition to controlling ad placements through methods such as location
and language targeting, ad targeting can be refined with Internet Protocol (IP)
address exclusion. This feature enables advertisers to specify IP address
ranges where they don't want their ads to appear.
• Frequency capping:
o Frequency capping limits the number of times ads appear to the same unique
user on the Google Content Network. It doesn't apply to the Search Network.
If frequency capping is enabled for a campaign, a limit must be specified as to
the number of impressions allowed per day, week, or month for an individual
user. The cap can be configured to apply to each ad, ad group, or campaign.


Market Scenario
landscape


Marketing Objectives Manifold
Awareness Education
Create awareness Create interest through
information
Radio

Print

Outdoor Search
Marketing
Direct mail
& response
Television

Image Direct response
Maintain brand Cycle of trial, purchase, and repeat


Changing Market Landscape
Where Are We Today…and Where Are We Going?

Today
$ Digital Media

Non-Digital Media
1995 2007 2050?
Confidential © 2012 Foetron Inc. 13

Effectiveness of Paid Search (mainly AdWords
dominated)
SALES

emailsearch
4% 3%
Yellow Pages
12%

Banner Ads
14%

Direct Mail
67%


Google Network


The Google Network
Google: #1 search
engine:

Search partners:

Thousands of
Content partners:


How Google AdWords help ?
Connect with Connect with Connect with
Consumers Consumers Consumers
When They Search When They When They Pursue
Research Interests
with Google’s
with Google’s with Google’s
Search Solutions
Content Network Site Targeting

Reach customers Online -three advertising points with Google AdWords

Understanding AdWords


Understanding AdWords technicalities
There are some terms required to understand the working of AdWords.

Keywords: Ads are continuously matched to Internet users’ interests based on your
keywords. Use keyword match types to your advantage
• Broad Match
• Phrase Match
• Exact Match
• Negative keyword
URL’s: Two types of URL’s are used in an AdWords namely;
• Display URL
• Actual URL

Display URL vs Destination URL

The Display URL is the URL that The Destination URL, is the
appears below your ad text when specific location within your site
your ad is shown. The Display URL where you’d like to take a user
should be no longer than 35 that has clicked on your ad.
characters and is often the same It does not have to match the
URL as a site’s homepage. display URL, but should be in the
same domain.
(e.g. www.foetron.com). (e.g. www.foetron.com/cloud).


Broad Match Keywords
• Broad match
• Keyword:
• buy flowers
• May show for these queries:
• buy flower
• buy red flowers
• flowers buy
• new york buy flowers
• buy tulips


Phrase Match Keywords
• Phrase match
• Keyword:
• “buy flowers”
• May show for these queries:
• where can I buy flowers
• buy flowers in new delhi
• But not for these queries:
• buy red flowers (there is an extra word in between)
• flowers buy (the words are reversed)
• buy flower (this is the singular)
• Buy tulips (the words are different)


Exact Match
• Exact match
• Keyword:
• [buy flowers]
• May only show for the query:
• buy flowers
• Buy Flowers (capitalization doesn’t matter)


Negative Keywords
• Negative match
• Keyword:
• -cheap
• Your ad will never show for these queries:
• Buy cheap flowers
• Cheap flowers in New York


Advanced Match Types
• Single word phrase match
• Only show my ad when the query contains my keyword
• E.g. “flowers” may show for “buy flowers” but NOT “floral arrangements” or
“tulips”
• Negative exact match + Broad match
• Only show the ad for variations of my keyword
• E.g. “flowers” and –[flowers] may show for
“flowers delivered” but not “flowers”


Dynamic Keyword Insertion
• Improve the CTR of your ads by making the ad text more relevant to the keyword
Keyword:
• ‘flower delivery new york’
Ad Text:
• {keyword:flowers} -> flower delivery new york
• {Keyword:flowers} -> Flower delivery new york
• {KeyWord:flowers} -> Flower Delivery New York
• Flowers is the default inserted keyword
• Keyword is inserted but NOT the query
• Can also be used in the destination URL


Search Query Performance Report

Select the correct match type (i.e. broad, phrase, exact,
1 or negative) for your existing keywords

2 Identify new keywords to add to your account
3 Identify existing keywords that should be deleted


What Google
Says about
AdWords

How it works
You create your ads
You create ads and choose keywords, which are words or phrases related to your
business. Get keyword ideas

Your ads appear on Google
When people search on Google using one of your keywords, your ad may appear
next to the search results. Now you're advertising to an audience that's already
interested in you.

You attract customers
People can simply click your ad to make a purchase or learn more about you.

Reach more customers
Expand your reach through the Display Network
With hundreds of thousands of high-quality websites, news pages, and blogs that partner with Google to display AdWords
ads, the Google Display Network can reach users all over the web to help you drive conversions. Choose from text, image, and
video formats to communicate your message.

Target the right user in the right context
Using your keywords, Google's contextual targeting technology can automatically match your ads to webpages in our Display
Network that are most relevant to your business. For example, an ad for a digital camera may show up next to an article
reviewing the latest digital cameras. If you want greater control, use placement targeting to hand-pick specific sites or sections
of sites you want your ads to appear on.

Measure and optimize your results
With the Placement Performance Report, you have visibility into where all your ads appear. Review your ad's performance on
a site-by-site basis to see impression, click, cost, and conversion data, and use this data to identify well-performing sites to
target more aggressively and low-value placements that require content optimization or exclusion.


Even more comfort
Target your ads locally
Set your ads to appear only to people searching in a particular city, region or
country. Now it's easy to target online customers within 20 miles of your front door
or across the world.
Show your address with your ads
Help potential customers find you by showing a business address or phone number
with your AdWords text ads. You can show your location to people searching for
local information on Google.com and on Google Maps.
AdWords Express
Are you looking to advertise your storefront or business location only on Google
Search and Google Maps? With AdWords Express your ad only takes minutes to set
up and everything is managed automatically for you.

Cost Estimation


Costs and Payments
Concerned about costs? Don't worry – AdWords puts you in complete control of your
spending.
Set your budget
• There's no minimum spending requirement – the amount you pay for AdWords is up to you.
• You can, for instance, set a daily budget of five dollars and a maximum cost of ten cents for each click on your ad.

Avoid guesswork
• We provide keyword traffic and cost estimates so you can make informed decisions about choosing keywords
and maximizing your budget. (Estimate keyword costs)

Pay only for results
• You're charged only if someone clicks your ad, not when your ad is displayed.
• Payment options vary by country and currency.


Paying for AdWords
• When it comes to paying for AdWords, you've got many choices. But you
only need to keep two things in mind when setting up your billing
information:
• How you pay (payment settings): This is how you make your payments.
With AdWords, you can make payments before your ads show (manual
payments) or make payments after your ads show, and have those
payments made automatically (automatic payments). Some businesses are
also eligible for a Google credit line (monthly invoicing).
• Your form of payment: This is what you use to pay your costs, such as a
credit or debit card. A form of payment might be one that's available only
in your country and the currency you've selected for your account.


How you pay (payment settings)
There are three modes of payment you can choose from :
• Automatic payments (pay after your ads run)
• You're charged only after you've accrued advertising costs.
• Manual payments (pay before your ads run)
• you make a payment to your AdWords account before your ads
run.
• Monthly invoicing (pay using a credit line)
• With this setting, we'll provide you a line of credit for your
advertising costs. You then pay for those costs -- according to
terms and conditions that you've agreed to -- using a check or
wire transfer.

Forms of Payment
A form of payment could be :
• debit card
• debit card
• bank account, or
• transfer of money to Google.
• Every country offers different ones.
• You should be sure to explore the available forms of payment and
payment minimums for your location.


Getting Started with
AdWords


AdWords Start Page

Step 1: Go to adwords.google.com

When you reach the Google AdWords page, simply
click the button to begin

The sign-up process usually takes about 15 minutes

You can read more about the benefits of AdWords and
how it works on this page as well


Choose Your Edition

Step 2: Choose Your Edition

For this presentation we will walk
you through the Starter Edition
sign-up process

Starter Edition has a simplified
sign-up and set-up process for
new AdWords advertisers

You will have simplified keyword
selection, ad copy writing, and
campaign/local targeting

You can always graduate to the
Confidential © 2012 Foetron Inc. Standard Edition at any time45

AdWords Account completion

Your AdWords account has been created

Next step: Create your first ad campaign.
Your ad won't run until you submit your billing information.

Here, you need to Sign into your account.

Create an campaign


Setup your campaign.
STEP : Setup your campaign :

Fill in the details of your AdWords
campaign in the provided form and
complete the campaign by clicking he
“SAVE AND CAMPAIGN”


Step: Enter the Search and Display Networks
Creating an Ad. Here you specify your ad, how it looks and description of your ad.
You also specify the description of the DISPLAY URL and
DESTINATION URL

You also see a preview of your Ad how it appears in the Google
search pages as the Side Ad or Top Ad.


Creating an Ad. Step: Enter the Search and Display Networks
Here you specify some keywords that should attract your ad
on the viewer’s search result page.

Your entered keywords are matched with the user’s queries to
set the priority of your ad.

Your ad will be more effective if your keywords are directly
related to your ad. More specific key phrases and keywords
will lead to better leads


Step: Enter the Search and Display Networks
Creating an Ad. Here your Ad’s placements determine where your ads run on the
Display Network. You can enter as many placements as you like,
one per line.

After this, we can conclude the Ad
creation step by clicking
“SAVE AND CONTINUE TO BILLING”
Button if we want to do billing now,
or we can choose to “SET BILLING
LATER”

Complete by paying

Select a form of payment

You can use direct debit or credit card


Campaign structure


Best Practices


Best Practices
Here are some key tips for successful campaigns Google recommends:


Other good practices to make an ad
rewarding
• Relevance is the key to a successful AdWords campaign
• Keyword game play
• Regional and Local Targeting
• How do I write an effective Ad
• Inter-capitalize Display URL
• Include a Call to Action
• Including Multiple Ads
• Monitor Your AdWords Performance


Relevance - key to a successful
campaign
Relevance is the key to a successful AdWords campaign

Targeted Higher
Ad Clickthrough Better
Rates Conversions

Good User More Qualified
Experience Leads


Regional and Local
Targeting
•You can target ads so they appear only in locations of interest to you –
your neighborhood, your service areas, your city or your state.

Select from pre-defined Define the
geographies OR area, customize the
targeting
Countries Within a defined radius Within defined borders

Regions

Cities


How do I write an effective Ad
• Ad text distinguishes you from the competition

• Communication, appearance, and style are important

• Be persuasive and informative

• First thing the user sees


Inter-capitalize Display URL

Inter-capitalizing your display URL may make your ad stand
out more and lead to better clickthrough rates


Include a Call to Action
Examples: get info, research here, download free white paper, order our
catalog, buy now, save money

Avoid meaningless slogans and gimmicky language

Click Here Visit Us


Including Multiple Ads
Use multiple ads to test messages and see which on works best


Monitor Your AdWords Performance

• The AdWords interface lets you monitor the performance of each ad
that you are running, as well as your overall performance

• With AdWords, you always know how your ads—and marketing
budget—are performing


Optimizing AdWords
Performance
 Test performance using data Google provides (and your own) and tweak your campaign
accordingly
 Common metrics: Impressions (exposure), clicks (“traffic”), click-through rate
(CTR), cost per click (CPC), conversion, ROI
 Relevant keywords in tight ad groups
 Grow KW lists: misspellings, singular/plural, concatenating terms
 Google, Yahoo, 3rd-party KW tools e.g. WordTracker
 Creative that is informative, uses dynamic KW insertion in headline, employs call to
action or good ol’ “Free,” scans nicely (no awkward line breaks)
 Run multiple creatives with different messaging
 Appropriate landing page


Concern – Click
Fraud


Click Fraud
Click fraud is a type of Internet crime that occurs in pay per click online advertising when a
person, automated script or computer program imitates a legitimate user of a web browser
clicking on an ad, for the purpose of generating a charge per click without having actual
interest in the target of the ad's link.
Click fraud is the subject of some controversy and increasing litigation due to the advertising
networks being a key beneficiary of the fraud.

Solution
• Proving click fraud can be very difficult, since it is hard to know who is behind a computer
and what their intentions are.
• Often the best an advertising network can do is to identify which clicks are most likely
fraudulent and not charge the account of the advertiser.
• Even more sophisticated means of detection are used, but none are foolproof.

Sample Case Studies


Case Study - Onvia (PPC)
Business Challenge
Small scale success with Google-only
search. Didn’t have the resources or
internal skill set to drive program to the
next level.
The Solution
Major keyword expansion. Learned
“language of the verticals” and reorganized
the program architecture
targeting these verticals. Rigorous &
methodical copy testing and optimized
landing pages by keyword theme.
Results
In six months lead volume went up
1000%+(100 to 1,000s). PPC budget was
raised from under $5K/month to $30K+
based on results. CPA achieved new lows.

Case Study – Concur (PPC)
Business Challenge
Expense tracking software provider saw an
opportunity to take advantage of newly
enacted legislation as a revenue stream. To
do this they needed to explore new ways
to leverage interactive media.
The Solution
Developed comprehensive keyword list
targeting Sox compliance, pain points &
needs. Leveraged existing white papers
positioning them as offers supported by
synchronized ad copy, landing pages, and
exhaustive testing.
Results
In four months lead volume went up 4X
(100’s+per month) while cost per lead
dropped 70% Confidential © 2012 Foetron Inc.

Sources and References


References
• Google.com
• Wikipedia.com
• Seoza.com
• Pointit.com
• Riana.org
• Meetup.com
• Trafficpullz.com
• Nten.org
• penn-librarian-space.wikispaces.com


Sushen Jamwal
Mail: sushenjamwal@gmail.com
Tel: +91-9958867605
Company: Foetron Inc.

Credits: Sandeep


Understanding Google AdWords

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